Wednesday, October 16, 2013

A Wash

Discover why dry shampoo is here to stay.
There was a time when conventional wisdom stated that to get healthy and shiny hair you needed to wash and condition it daily. And shampooing just once wasn’t always enough. Anyone else remember the directions on most shampoo bottles that recommended lathering up twice? Needless to say, that thinking is being challenged as more people find that washing less frequently has its advantages, mainly healthier hair. Unfortunately, not everyone can go days without washing, at least not without looking a bit worse for wear. However, times are changing. The old “I have to wash my hair” excuse no longer holds water (or requires it, for that matter) as a result of the growing popularity of dry shampoo.

Many haircare professionals attribute the rise in popularity to a shift in the way most consumers think about clean hair. “In the past, clients felt compelled to wash almost too frequently,” says Bumble and bumble stylist Allen Wood. “Nowadays, they are more aware of the benefits of the scalp’s natural oils to keep the hair conditioned, and they understand that over-washing strips these natural oils, which leads to dryness, fragility, and breakage.” And if that wasn’t reason enough, the fact that shampooing frequently can also fade color-treated hair is another.

According to Sonya Raubeson, national education manager for Keratin Complex, washing daily may also lead to overactive sebaceous glands, which can make strands appear greasy. “Utilizing a dry shampoo offers the ability to restyle and to add volume or texture to limp, lifeless hair while also neutralizing and deodorizing the hair and scalp,” says Raubeson. “These convenient little advantages pack a huge punch, from prolonging the time between traditional shampoos to extending the life of a style to revamping daytime hair into nighttime glam.”

Speaking of glam, it’s no secret that blow-dry bars are booming these days. They, too, support the growing dry shampoo trend. “Of course, consumers who invest time and money into blowouts—whether do-it-yourself or at a spa or salon—have driven demand for a haircare product that will extend the life of their style while also refreshing hair,” says Jacqueline Flam Stokes, vice president, retail sales and marketing for Eau Thermale Avène and KLORANE. “With more and more blowout bars opening, blow-drying as key to styling hair is clearly here to stay.” And few consumers are keen to pay upwards of $40 for a blowout that won’t last more than a day or so. Thanks to today’s new dry shampoos, it’s now possible to extend the life of a blowout for several days. In fact, many blow-dry bars even offer their own products.

Dry shampoo can also be used to achieve a wider variety of looks. Raubeson notes that a bit of dry shampoo at the base of the hair can deliver long-lasting texture and support for updos. “Dry shampoo offers the best of both worlds,” she says. “It leaves the natural oils that nourish the hair and scalp, but it takes away the unwanted greasy look and feel.”

Although the concept of dry shampoo is certainly not new, it has come a long way in recent years. “Dry shampoo has been around for some time but is now available in many forms: clear, tinted, foam, powder, and spray,” says Anna De La Cruz, product manager of gloProfessional, which offers gloessentials Re-Energize Dry Shampoo. For clients with color-treated hair, Wood suggests a pigmented dry shampoo that can be used to camouflage roots or grey hair. In the debate over aerosol versus powder application, it really comes down to preference. According to Wood, a powder application is lighter and leaves less residue. However, an aerosol can be easier to apply.